Men's Health: An Untapped OTC Market

Published 20/07/2014

Author: Nicholas Hall in collaboration with EMHF

(111 pages)

Compared to women, men are less likely to visit a pharmacy, less likely to purchase OTCs, and more likely to die young. In contrast to prevailing opinions, research in the past two decades has suggested that these statistics are the result not of men’s poor choices, but of men’s poor options.

Backed with unique insight from the European Men’s Health Forum, Nicholas Hall analyses not just why men’s health is languishing, but what can be done about it. This report will investigate the options available to OTC marketers, considering men’s health in context, the current OTC areas of particular relevance to men and how switch can expand the men’s OTC market. It will analyse what can be done to change men’s attitudes to their own health, how the role of the pharmacy can be expanded and which advances in technology offer solutions.

The vast majority of OTCs are gender-neutral, and more can be done to reach what should be 50% of the consumer base.

A list of the report contents is below; however if you would like the full table of contents and sample pages from the report, pleaseclick here.

Report Contents:

Introduction

Men's Health in Context

OTC Areas for Men

Changing Attitudes

The Role of Pharmacy

Utilising Technology

Switch

Conclusion

A summary of the EMF’s work and background to the report is available here.